Abstract
The purpose of the study is to disclosure of the essential incentives for digital transformation of traditional business models in the modern conditions of the world economy development and to form a model of digital transformation of the company's trading activities. Methodology. The scientific work is based on the method of theoretical analysis of research by modern authors regarding the features in the field of digital transformation of business models of companies. Originality / value of the research. Values and prerequisites for digital transformation of business models of trade organizations have been determined. The advantages of this transformation in the system of long-term planning and management of the organization are highlighted. Findings. The basic business model of digital transformation has been identified and refined. The specification of the organization's business model key components in the context of digital transformation of operating activities has been determined.